Measuring marketing productivity: current knowledge and future directions

RT Rust, T Ambler, S Carpenter, V Kumar, RK Srivastava

Research output: Contribution to journal › Article › Academic › peer-review

661 Citations (Scopus)

Cite this

@article{3b7964f82a954d2ca1dd409a1121b5c7,

title = "Measuring marketing productivity: current knowledge and future directions",

author = "RT Rust and T Ambler and S Carpenter and V Kumar and RK Srivastava",

year = "2004",

language = "Undefined/Unknown",

volume = "68",

pages = "76--89",

journal = "Journal of Marketing",

issn = "0022-2429",

publisher = "American Marketing Association",

number = "4",

}